DETERMINING THE EFFECT OF ADVERTISING STRATEGY ADAPTED IN THE SALES OF CONSUMER GOODS (A CASE STUDY OF UNILEVER NIGERIA PLC)

ABSTRACT:

This research investigates the effectiveness of advertising strategies employed by Unilever Nigeria Plc in driving sales of consumer goods. As promotional activities play a crucial role in bridging the gap between products and consumers, this study identifies the impact of advertising on sales revenue and consumer behavior. Drawing on a random sampling method, the research gathers data through structured questionnaires distributed among consumers in various locations. Findings reveal that while Unilever Nigeria Plc engages in robust advertising practices, challenges, particularly in reaching rural customers, hinder overall effectiveness. The study underscores a clear correlation between advertising investments and the likelihood of consumer engagement, which can lead to increased sales volumes. Recommendations highlight the need for more targeted advertising initiatives that widen Unilever’s reach into untapped markets. This work aims to contribute significantly to the understanding of advertising in the consumer goods sector, providing insights for both scholars and practitioners. Ultimately, the study emphasizes the necessity of adequate advertising strategies as a foundation for fostering brand loyalty and sustaining market competitiveness.

Keywords: Advertising Strategy, Consumer Goods, Sales Effectiveness, Market Reach

TABLE OF CONTENT

Title page                  

Approval                 

Dedication                 

Acknowledgement   

Table of content      

Abstract          

CHAPTER ONE

Introduction

1.1 Background to the study

1.2 Statement of problem

1.3 Purpose of the study

1.4 Significance of the study

1.5 Research question

1.6 Scope of the study

CHAPTER TWO

2.0 literature review

2.1 Introduction

2.2 Review of current review

2.3 Importance of Advertising

2.4 Summary of literature review

CHAPTER THREE

3.1 Design of the study

3.2 Area of the study

3.3 Population of the study

3.4 Sample of the study

3.5 Instrument for data collection

3.6 Method of data analysis

CHAPTER FOUR

4.1 Data presentation and Analysis

CHAPTER FIVE

5.1 Summary of findings

5.2 Conclusion

5.3 Recommendation

References